The creation of RB Leipzig. Authentic identity or self-deception?

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Chapter 3.1 TYPES OF BRANDS:
In comparison with another brand customers are willing to pay a price premium which is also an indicator of loyalty.These definition stands in correlation to the effectiveness of a brand. But the understanding of the term brand has changed over the last 50 years. But first of all is not tried now to give a complete overview about this topic, nevertheless a rough sketch will be given.
Therefore in the beginning years respectively in the 60 s the feature-oriented understanding has dominated in regard of a brand. This approach occurred through the idea to create differentiation against other providers. Later the sight on the product has changed and the sight from the perspective of the consumer came up. Out of that several groups in the early 70 s started to discuss which factors of the brand have an effect by the customers.
Moreover in the 90 s also in order to determine the brand equity groups started to determine sub-terms of the generic term brand. At this time also an integrated approach has been discussed. In other words both perspective of the provider and the costumers were combined in one approach. These decade also gave brands an own personality on the one side and emphasizes that brand can exist also in any other possible ways on the other side. Nowadays the brand is driven by communication in general and in communication style with customers in order to create a durable connection with them.
Summing up the understanding of the term brand changed with the perspective, the extension of the conceptual framework and the techniques to reach potential customers. This is one major reason for the huge variety of different categorizations in regard to the term brand.
Because brands exists at all branches, also in the sport surroundings the term is highly discussed. Therefore several meanings and types of brand who have a sport context are shown in the following. To provide facts how a brand has to be essential elements

Martin Wenzl was born in 1979 in Rotthalmünster. After an apprenticeship as a technical drawer, he studied micro system engineering at the FH Regensburg, obtaining the qualification of a graduated engineer. Following up, he gained practical experience as a process engineer in the semiconductor field and as a design engineer in the aerospace industry. Most recently, he received a Master degree in Business Administration at the private college of economics and management (FOM) in Stuttgart. At the moment he is working as a configuration manager in the avionic industry.Alongside his economic career, he played soccer since the age of 14. Afterwards, he was active as a functionary on a two-year basis; in both cases at amateur level. Nevertheless, he was always fascinated by the mechanism in professional football and the relationship of supporters to their clubs. Especially the newly founded club in Leipzig by means of Red Bull got into his focus and motivated him to deal with and write about this subject.